What is Local SEO?
Winning location-based results: business profiles, reviews, citations, and location pages. Proximity, relevance, and prominence decide the map pack more than classic domain metrics.
Example
A dental clinic that completes its profile, adds real photos, answers every review, and publishes one unique location page per suburb typically takes the pack from competitors with stronger websites but neglected profiles.
What people get wrong
Keyword-stuffing the business name ("Best Cheap Plumber Austin 24/7"). Name spam risks suspension and converts worse than genuine review strength.
Related terms
Google Business Profile (GBP)
The free listing controlling how a business appears in Maps and local results: hours, categories, photos, reviews, posts. Complete and active profiles outrank neglected ones.
Local Pack
The three-business map block atop local results. Pack membership runs on proximity plus profile strength, so track it separately from organic positions.
NAP Consistency
Matching Name, Address, and Phone data across listings, citations, and the site. Inconsistencies confuse entity resolution and suppress local confidence.
Local Citation
A directory or web mention of business name, address, and phone. Core citations on major platforms establish existence; niche directories add relevance per vertical.
Geo-Modifier
A location word added to a query ("plumber austin"). Location pages and profiles must mirror the modifiers searchers actually use, not internal district names.
Near Me Search
Queries resolved by the searcher’s location rather than named places. Mobile proximity dominates, so service-area accuracy and reviews outweigh keyword density.